Strategic Business Planning for Commercial Producers
How Are Vision & Mission
Statements Used to Set the
Strategic Direction?
Strategic Business Planning for Commercial Producers
Vision/Mission Statements
• Statements that explain who we are
– Type of organization
– Products/services
– Needs we fill
• Statements that explain our direction, our
purpose, our reason for being
– What difference do we make?
• Statements that explain what makes us
unique
– Values
– People
– Combination of products and services
Strategic Business Planning for Commercial Producers
Business Vision Statement
A statement that clearly defines the
firm’s “reason” for being in business
– Should significantly stretch the resources
and capabilities of the farm
– Should inspire people in the organization
to achieve things they never thought
possible
– Should unite people in the organization
toward the pursuit of one common goal
Strategic Business Planning for Commercial Producers
Business Vision Statement
• A guiding philosophy
• Consistent with organizational value
• Influenced by the strengths and
weaknesses of the business
Strategic Business Planning for Commercial Producers
Components of a Vision
Statement
• Core ideology
– Core Values - timeless guiding principles
– Core Purpose - reason for being
• Envisioned future
– Big Hairy Audacious Goals (BHAG) -
clearly articulated goals
– Vivid description - a graphic description of
what success and the future will be like
• Recognition of service to stakeholders
– Owners/creditors
– Employees
– Customers
Strategic Business Planning for Commercial Producers
Mission Statements
• The mission statement of an
organization is normally short, to the
point, and contains the following
elements:
– Provides a concise statement of why the
organization exists, and what it is to
achieve;
– States the purpose and identity of the
organization;
– Defines the institution's values and
philosophy; and
– Describes how the organization will serve
Strategic Business Planning for Commercial Producers
Vision vs. Mission
• The vision is more broad and
future oriented – the goal on the
horizon
• The mission is more focused –
how you will get to the horizon
Strategic Business Planning for Commercial Producers
Examples of Vision
Statements
Ben & Jerry’s
Product: To make, distribute, and sell the finest
quality all natural ice cream and related products
in a wide variety of innovative flavors made from
Vermont dairy products.
Economic: To operate the Company on a sound
financial basis of profitable growth, increasing
value for our shareholders and creating career
opportunities and financial rewards for our
employees.
Social: To operate the Company in a way that
actively recognizes the central role that business
plays in the structure of society by initiating
innovative ways to improve the quality of life of a
Strategic Business Planning for Commercial Producers
Examples of Mission
Statements
Wyffels Hybrids
Wyffels Hybrids is a
regional agricultural
seed company
providing elite corn
hybrids, high oil corn
seed blends, and
premium alfalfas to
farmers of the U.S.
midwest.
Strategic Business Planning for Commercial Producers
Examples of Vision Statements
Cornelius Farms
To be a farm business that farms and/or manages
land to best satisfy the landowner. To be one of
the very best farmers and farm managers in our
region. To rent farm land by striving to obtain
maximum income per acre, thus creating
maximum profits for the landlord and tenant,
through the use of distinguished management of
the land. We also have the motto that
“appearance is everything,” that goes for our
equipment to your land. We make every effort
to ensure that the landowner’s land is virtually
weed free and well kept.
Strategic Business Planning for Commercial Producers
MBC Farms
Vision
MBC Farms will be an agribusiness focused on the profitable,
progressive, and sustainable production of premium quality
identity-preserved grains, oilseeds, and dairy products. MBC
Farms will be a respected, responsible neighbor and an asset
to our community. We prefer a rural lifestyle and are willing to
embrace change as a means to that end. MBC Farms provides
the opportunity for our children and employees to participate
in production agriculture either as owners and/or managers of
the business.
Mission
MBC Farms is a producer of grains, oilseeds, specialty crops,
and milk. Our mission is to be recognized by our business
associates and competitors as one of the top producers in our
area and to make sure that productivity translates into
prosperity and growth for everyone involved with our farm.
Strategic Business Planning for Commercial Producers
Exercise
• Spend some time thinking about the
vision and mission of your farm.
• The exercises have a set of questions
that will help frame your thinking.
• Begin writing things down today; you
can revise and work on it more later.
• Remember developing vision and
mission statements are not immediate
occurrences; they take time, reflection
and practice.
Strategic Business Planning for Commercial Producers
Strategic Business Planning for
Commercial Producers